VOA标准英语2015--超级碗:电视网络广告“争夺战'

 

Super Bowl Ads Compete for Eyes on TV, Web 超级碗:电视网络广告“争夺战' 

NEW YORK—

Super Bowl Sunday (Feb. 1) is about more than just the NFL's American football championship and big parties to watch the game. Viewers also tune¹ in for the world famous commercials that send Facebook and Twitter abuzz.

With an estimated 113 million domestic viewers, the Super Bowl is the biggest day in American advertising².

Increasingly, it’s also one of the busiest days online, with social media exploding over ads that flopped³ or scored big.

“I don’t think Budweiser can tell you that the puppy ad sells more beers the day after the Super Bowl, but what they will tell you is it makes a deep emotional connection,” said Peter Land, a sports marketing⁴ consultant⁵.

A 30-second ad in this year’s Super Bowl costs a whopping $4.5 million, making 2015 the most expensive year for advertising in Super Bowl history. That level of investment demands social media returns, said James Cooper of Adweek in a Skype interview.

“If you can tease the release of your spot on YouTube, you can get a lot of social media chatter⁶ even before the game kicks off. Some of these pre-released ads and teasers on YouTube get millions of hits and get a lot of buzz, and that is a way for them to justify⁷ the cost,” said Cooper.

Bud Light’s pre-released Real Life PacMan spot already has millions of views. Lexus is touting⁸ its new hybrid⁹, and Victoria’s Secret is showcasing its world famous angels -- both companies released their ads in advance of the big game. Both are hoping for social media traction¹⁰.

In addition to Super Bowl regulars like Doritos, Sunday’s ads will feature some online upstarts. Wix, a free online website builder, is betting big, as is Internet news site and social media darling, BuzzFeed.  

“Native and social is part of BuzzFeed’s DNA¹¹. They’re very, very good at it. That’s where they were born but they also want to expand themselves into a larger media context, and obviously the best way to do that is be part of the Super Bowl,” said Cooper.

The Super Bowl is a global sporting event broadcast to more than 225 countries and streaming on devices worldwide. That means the splashy ads, and the attention they garner¹² online, will ripple¹³ far beyond U.S. shores. 

1 tune   

n.调子；和谐，协调；v.调音，调节，调整

参考例句：

• He'd written a tune,and played it to us on the piano.他写了一段曲子，并在钢琴上弹给我们听。
• The boy beat out a tune on a tin can.那男孩在易拉罐上敲出一首曲子。

2 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

3 flopped   

v.（指书、戏剧等）彻底失败( flop的过去式和过去分词 )；（因疲惫而）猛然坐下；（笨拙地、不由自主地或松弛地）移动或落下；砸锅

参考例句：

• Exhausted, he flopped down into a chair. 他筋疲力尽，一屁股坐到椅子上。
• It was a surprise to us when his play flopped. 他那出戏一败涂地，出乎我们的预料。 来自《简明英汉词典》

4 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

5 consultant   

n.顾问；会诊医师，专科医生

参考例句：

• He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
• Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。

6 chatter   

vi.／n.喋喋不休；短促尖叫；(牙齿)打战

参考例句：

• Her continuous chatter vexes me.她的喋喋不休使我烦透了。
• I've had enough of their continual chatter.我已厌烦了他们喋喋不休的闲谈。

7 justify   

vt.证明…正当(或有理)，为…辩护

参考例句：

• He tried to justify his absence with lame excuses.他想用站不住脚的借口为自己的缺席辩解。
• Can you justify your rude behavior to me?你能向我证明你的粗野行为是有道理的吗？

8 touting   

v.兜售( tout的现在分词 )；招揽；侦查；探听赛马情报

参考例句：

• He's been touting his novel around publishers for years. 他几年来一直到处找出版商兜售自己的小说。 来自《简明英汉词典》
• Technology industry leaders are touting cars as a hot area for growth. 科技产业领袖吹捧为增长热点地区的汽车。 来自互联网

9 hybrid   

n.(动，植）杂种，混合物

参考例句：

• That is a hybrid perpetual rose.那是一株杂交的四季开花的蔷薇。
• The hybrid was tall,handsome,and intelligent.那混血儿高大、英俊、又聪明。

10 traction   

n.牵引；附着摩擦力

参考例句：

• I'll show you how the traction is applied.我会让你看如何做这种牵引。
• She's injured her back and is in traction for a month.她背部受伤，正在作一个月的牵引治疗。

11 DNA   

(缩)deoxyribonucleic acid 脱氧核糖核酸

参考例句：

• DNA is stored in the nucleus of a cell.脱氧核糖核酸储存于细胞的细胞核里。
• Gene mutations are alterations in the DNA code.基因突变是指DNA密码的改变。

12 garner   

v.收藏；取得

参考例句：

• He has garnered extensive support for his proposals.他的提议得到了广泛的支持。
• Squirrels garner nuts for the winter.松鼠为过冬储存松果。

13 ripple   

n.涟波，涟漪，波纹，粗钢梳；vt.使...起涟漪，使起波纹； vi.呈波浪状，起伏前进

参考例句：

• The pebble made a ripple on the surface of the lake.石子在湖面上激起一个涟漪。
• The small ripple split upon the beach.小小的涟漪卷来，碎在沙滩上。